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You Don't Know Vietnam

Ian Paynton - We Create Content
Vietnam
Sustainability
Social Media
Tiktok
Eco-Friendly Products
Entrepreneurship In Vietnam
Vietnamese Cuisine
Public Relations
Plastic Pollution
Google
Government Regulations
Consumer Attitudes
Hospitality Industry
Employee Experience Management
Patriotism
ASEAN Cup
Waste Management
Single-Use Plastics
Trust In Business
Plant-Based Diet

Forget what you thought you knew about Vietnam. It's no longer that, as you're about to find out. Hit subscribe for conversations about trends, culture and business from one of the world's fastest growing markets: Vietnam. Hosted by Ian Paynton, co-founder of We Create Content, a content agency that builds audiences for global brands in Vietnam.

PublishesMonthlyEpisodes73Founded4 years ago
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Artwork for You Don't Know Vietnam

Latest Episodes

Before Ian Paynton co-founded WCC, and before journalist David Stout went on to report from Myanmar, Hong Kong, Afghanistan, Pakistan, the Balkans and Saudi Arabia, the pair spent their days making a print magazine about Hanoi. Fifteen years later, t... more

What does Vietnam look like through the eyes of someone arriving at one of the most ambitious moments in its recent history? Ten months into his posting, Singapore’s Ambassador to Vietnam, Rajpal Singh, joins Ian Paynton to reflect on what he has lea... more

Vietnam's young people have more opportunity than any generation before them. They are globally connected, ambitious, educated, and growing up in one of the world's fastest-changing countries. But beneath the optimism lies something else: pressure to... more

In this 70th episode, former US ambassador to Vietnam Ted Osius shares a rare, first-hand view of Vietnam’s transformation; from post-war recovery to one of the most dynamic economies in the world today. We get into the long arc of Vietnam’s growth, ... more

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Recent Guests

Ha Pham
Educator and youth development practitioner
(not specified in transcript)
Episode: E71: Vietnam's young people have never had it better. Or is there something we're missing?
Ted Osius
Former United States Ambassador to Vietnam
U.S. Government / Diplomacy
Episode: E70: I was the US ambassador to Vietnam. Here’s why I’m betting on its future
Ryan Molloy
CEO of Redfern Digital, e-commerce agency
Redfern Digital
Episode: E69: Go live or get left behind: inside Vietnam’s e-commerce boom
Huy Nguyen
CEO of Pencil Group, network of cultural marketing agencies
Pencil Group
Episode: E68: The 9 cultural truths your brand MUST master to get started in Vietnam
Rob Zamacona
General Manager, Sunrise Events Vietnam
Sunrise Events Vietnam
Episode: E67: Growing IRONMAN Vietnam: lessons in community, planning and reading the room
Gauthier D'haenens
Executive and commercial advisor
Code Engine Studio
Episode: E66: Building a life in Vietnam: identity, business, and the search for home
Hang Vu
Managing partner at RSI Consulting
RSI Consulting
Episode: E65: What GDP headlines don’t tell you about Vietnam’s 'era of rising'
Richard Burrage
Board advisor at Cimigo, with 28 years helping brands through consumer insights
Cimigo
Episode: E64: Let’s talk about Tết, baby — has Vietnam’s biggest holiday changed forever?
Michaela Baur
Country Director, GIZ Vietnam
GIZ
Episode: E63: Reduce emissions AND grow economically? Why Vietnam can do both

Host

Ian Paynton
Host of the show and guiding conversation, co-founder of We Create Content

Reviews

4.7 out of 5 stars from 28 ratings
  • Love this podcast

    I was born and raised in Vietnam but have chosen to pursue an education, career and life in north america in the past decade. This podcast is amazing to show case a new generation of vietnamese entrepreneurs, lots of them who had higher education abroad, but chose to come back to vietnam and build their businesses there. It is so inspiring to see my peers killing it and helping our country’s economy. Keep up the great work Ian!

    Apple Podcasts
    5
    PhuongN1994
    Canada3 years ago
  • Amazing podcast

    This is a great listen and I highly recommend 🇻🇳👊

    Apple Podcasts
    5
    Barry Wednesday
    United Kingdom3 years ago

Listeners Say

Key themes from listener reviews, highlighting what works and what could be improved about the show.

Production and guest quality are considered strong; episodes are practical for brands entering Vietnam.
Listeners praise the show for highlighting Vietnamese entrepreneurs returning home to build businesses.
The host is seen as insightful and well-connected to Vietnam's market dynamics.
The show is viewed as a valuable resource for understanding Vietnam beyond headlines and stereotypes.

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Talking Points

Recent interactions between the hosts and their guests.

E55: Can Hai Phong become Vietnam’s Shanghai?
Q: I hear a lot about, you know, China plus one. What brought that about and what exactly is it?
Several factors make Vietnam attractive as a China plus one destination: its proximity to China, a young and well-educated workforce, robust trade networks, and many free trade agreements that ease international commerce, all of which combine to create a compelling long-term investment climate.
E60: Why foreign leadership styles fail in Vietnam (and how to fix yours!)
Q: What are the three things foreigners need to decode to build relationships and see traction?
Understand hierarchy as a protective structure, establish frequent informal interactions to build trust, and demonstrate commitment by being present and consistent in how you work with the team.
E60: Why foreign leadership styles fail in Vietnam (and how to fix yours!)
Q: What makes Vietnam such a fascinating place for cross-cultural leadership?
Vietnam blends strong hierarchical norms with a need for relational trust, requiring leaders to unlearn autopilot approaches and invest in long-term relationships to drive performance.
E60: Why foreign leadership styles fail in Vietnam (and how to fix yours!)
Q: So tell me a little bit about what you do.
I help people adapt their leadership so it lands properly in Vietnam, working with foreigners and with global Vietnamese to bridge cultural gaps.
E67: Growing IRONMAN Vietnam: lessons in community, planning and reading the room
Q: Three tips for getting things done in Vietnam?
Plan meticulously, build and leverage local relationships, and understand the local landscape and bureaucratic process to work with the system rather than against it.

Audience Metrics

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Frequently Asked Questions About You Don't Know Vietnam

What is You Don't Know Vietnam about and what kind of topics does it cover?

Conversations center on Vietnam's rapid evolution as a hub for business, culture, and technology, with frequent deep dives into how local dynamics, consumer behavior, and policy shape opportunities for international brands and investors. Episodes frequently explore branding, e-commerce, leadership, and talent, often through guests who bring on-the-ground experience in Vietnam's markets, creative industries, and infrastructure. A standout aspect is the practical, ground-level guidance on navigating relationship-based business, localization, and authentic storytelling in Vietnam, making it a valuable listen for executives and brands looking to enter or scale in the country. The show's mix of macro context, personal journeys, and actionable pl... more

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Which podcasts are similar to You Don't Know Vietnam?

These podcasts share a similar audience with You Don't Know Vietnam:

1. The Vietnam Weekly Podcast
2. The Ezra Klein Show
3. Fareed Zakaria GPS
4. The Mel Robbins Podcast
5. The Diary Of A CEO with Steven Bartlett

How many episodes of You Don't Know Vietnam are there?

You Don't Know Vietnam launched 4 years ago and published 73 episodes to date. You can find more information about this podcast including rankings, audience demographics and engagement in our podcast database.

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What guests have appeared on You Don't Know Vietnam?

Recent guests on You Don't Know Vietnam include:

1. Ha Pham
2. Ted Osius
3. Ryan Molloy
4. Huy Nguyen
5. Rob Zamacona
6. Gauthier D'haenens
7. Hang Vu
8. Richard Burrage

To view more recent guests and their details, simply upgrade your Rephonic account. You'll also get access to a typical guest profile to help you decide if the show is worth pitching.

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